Digital Transformation is a journey. Its perspective changes from organization to organization. For some it entails replacing legacy systems with modern systems to improve employee productivity, for some others, it is achieving one-o-one customer engagement, the list goes on. Irrespective of the objective, the challenge is identifying where to start and how to go about the transformation aligning with the best practices and proven techniques.
This blog series focuses on how an enterprise can use digital tools and techniques to interact with their external audience. In other words transformation of B2C marketing. Such transformation requires a shift from channel based marketing to journey based marketing, from providing transactional services to contextual customer state driven engagement offerings, from broadcasting information to enabling one-o-one conversation. Over the course of the next series of blogs we will cover various tools and techniques embedded within a martech stack to achieve this goal.
Let us start with defining journey based marketing.
Journey based marketing refers to the ability of a martech system to build a oneo-one engagement content with the target audience based on where they are wrt their expressed intent
Journey based marketing revolves around generating the next best action aligned along the following four vectors.
For more, read the next blog in this series.
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